You know, it was a lot going on, and still, to this day, it's a lot going on. To actually think and focus on something that could be a staple in hip-hop.Īnd eventually, I came across it. So with Pharrell and Sam asking me - 'Am I gonna rock on it? When I'm gonna rock on it?' - it put the pressure on me to challenge myself. I mean, the beat sounds fun, but there's something else inside of them chords that Pharrell put down that feels like - it can be more of a statement rather than a tune. And between my guy Sam Taylor and Pharrell, they would always be like, 'Did you do it? When you gonna do it?' I knew it was a great record - I just was trying to find the space to approach it. "I was sitting on that record for about six months.
Speaking to GQ about "Alright" becoming a modern day protest song, Lamar said: The video starts off so dark and it just progresses and gets lighter and lighter as it goes." But like I said, it's really all about the positivity. "At the end, really, when he smiled, we were all playing around with the fact that we should just have the chorus come back like, 'We gon' be alright!' But then it would have just kept going. So, he's really saying, 'Everything is still gonna be alright,'" Tilley explained. It's letting everybody know that there is a positive behind all this."Īt the end of the clip Lamar meets an untimely demise by the hands of a cop but the Compton rapper faces the injustice and flashes a smile. That expression is so key to this whole video.
That's expressing yourself in a certain way. When you see people dancing, that's an act of celebration. It's taking something negative and putting a positive spin on everything that's going on. We really wanted to make sure that there is a positive message behind all this. Throughout the video dancers perform in the streets as Lamar flies through the city, Tilley explained: "The dancers were a huge part of this. But we'll do this song as a segment before the video even starts.' So, they sent me the song like two days later and we continued to build on it." "He's like, 'I'm gonna write this song and we'll send it to you tonight. I'm totally hearing something completely different for this right now,'" Tilley continued. "But the crazy part is, when we're sitting there, all of a sudden, Kendrick was like, 'Hold on, man. "We were talking about this specific image with everything that's going on right now with the police and we kind of got to that point where we were sitting down with each other and we were talking about this big reveal with Kendrick and the guys being held up by cops like a carriage or something." Tilley told MTV News how Lamar fine-tuned that particular scene: "The intro where Kendrick, Schoolboy, Ab-Soul and Jay Rock are all in the car and we make that big reveal where the cops are holding up the car," he explained.
We then see Lamar rapping a verse from an unreleased song in a car with his friends ScHoolboy Q, Ab-Soul, and Jay Rock accompanied by police officers. The video starts with a young African-American man lying on the ground as police flood the scene. It was filmed entirely in black-and-white and shot on Treasure Island in San Francisco and Los Angeles. The nearly seven-minute-long video was directed by Colin Tilley, who's also worked on music clips with stars such as Nicki Minaj and Justin Bieber.
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